Why HyperLocal Marketing is important?

What is Hyperlocal Marketing?

Have you ever searched the availability of your favorite book when you realized it has sold out? Have you turned to a map to find nearby restaurants after your business meeting? If yes, you have conducted unknowingly a hyperlocal search.

What do you do in these situations? Using mobile, you search for bookstores or any specific business locally. Instead of circling to look for a parking lot, you would like to find a store within walking distance. This is HyperLocal Marketing in a shell.

HyperLocal marketing is a new marketing approach. It emphasizes smaller businesses in a localized area. This model targets potential customers, specifically in a localized area and address. Businesses focus on address specific regions locally. It enables the promotion of products or services locally. You can include location-based keywords. This increases the visibility of your business.

HyperLocal Marketing is quite a niche marketing to generate inbound traffic. This marketing focuses on a smaller radius to build a business foundation. It creates a strong relationship with customers in a specific area. Instead of expensive campaigns, this marketing model helps small local businesses to sustain themselves. This is a tough task to achieve in reality.

HyperLocal marketing is the method of targeting potential customers in localized geography. Geographical restriction limits to a few blocks or streets. And marketing intent is to focus on people conducting 'near me' search option on their cell phone.

One of the main focuses of Hyperlocal marketing is to increase visitors to nearby stores. When a user conducts a 'near me' search option the intent of buying a product is high. Marketers want to encash on this through hyper-local targeting.

E.g. when you use a 'near me' option to buy tennis shoes the intent to purchase the shoes is high. 78%of online searches, result in offline purchases of products or services.

What are the key strategies for HyperLocal Marketing?

Optimzing Your Hyperlocal Marketing

HyperLocal marketing statistics reveal the business opportunity on both online and offline businesses. Illustrate business names legibly and easily accessible online. Instead of using legal names, display long keyword names associated with your products. This will improve the search rankings and ratings on the web.

Optimize Your GoogleMyBusiness Listing

Improve and optimize Google My Business page. Small businesses that run in certain geographical locations must update their business page. Google My Business page is key to HyperLocal Marketing. 33% of Google search is location centered. So, providing business information according to your business is crucial.

Some of the essential features to include in Google My Business Listing are

  • 750 characters of a unique description differentiating your business from the rest. Include relevant keywords in the first 100 words avoiding clutter.
  • Include High-resolution images related to your business or products.
  • Keep your business address and web address, concise, clear, and consistent.
  • Include your contact details and a local phone number to appear in local search results.
  • Mention your opening and closing hours along with business hours.
  • Select your primary category of business services and products. this will ensure to increase visibility during the search.
  • Include a lot of feedback and reviews. People who search for your business look for review comments and feedback. A good review will result in higher ratings and rankings on the web.

Email Drip Campaign

Developing content relevant to local issues and needs increases local interests. Understand the requirement and needs of local customers to generate revenue models.

Create and develop content suitable locally like videos, images, blogs, or educational articles. Conduct online quizzes to engage customers. Focus on content that will entertain and devise curiosity. Hire local talents or individuals to create a rapport with the customers in that area. Take advantage of local festivities, events to capitalize on the local people. Share local content on LinkedIn, Facebook, and other social media.

Make Your Contact Info Stand Out

Including contact information on your website is an advantage for prospective customers. This makes your brand name accessible, open, and converts to sales and conversion.

Include local site attractions, landmarks, streets to develop curiosity among locals. This way visitors will find you online and connect to your business services.

Add Structured Data Markup

Choose your category of business and categorize it as local. Use structured data markup associated with your business on web pages. This ensures Google to find complete information about your business during the search. Catalog details like address, business hours, phone number, social media links, and logo. This method helps your business details to show up in a geographical search. Ensure to use appropriate markup for every location.

Optimize for Local Search

The two goals of local business are easy online search and conversion to customers. Make sure that navigation is easy across pages. Analyze and optimize on-page demand to improve local search rankings. Build a proper URL structure to include appropriate terms in the URL. If you want to include a bike accident policy then create a specific page to boost local rankings. E.g. 'Website.com/bike-accident-california'

Create Landing Pages for Each Business Location

Include different landing pages for hyperlocal requirements if you are running many businesses. This method will enhance your search results and rankings. Develop customized content for each location and geography. Include personalized keywords in your content to optimize the local landing pages. Select the target region, accordingly create landing pages in case of multiple locations.

Target Users with Hyperlocal Advertisements

Combine location tracking and geo-fencing to have more sales and high ROI. According to the user's GPS, geofencing helps to focus on location-based customers. Some of the ways to run hyperlocal marketing ads to guide visitors to stores are:

  • Run ad campaigns specific to a certain distance from your business location. Use current customer data to run the campaign.
  • Focus on individual travel visitors whenever they appear online. Give special attention to famous tourist destinations, airports, hotels, railways, etc.
  • Capitalize on specific local festivals and events near your business location.
  • Target customers in the competitors' area to understand the demand for specific products. Direct your marketing strategies according to user demand for that location.

Hyperlocal marketing when correctly utilized can take business and brands to next level. When you focus on local area marketing it could bring its challenges but sales improve. Using the above points will help to build your brand locally. This lays a strong foundation for developing community-level business.